That was my experience. I worked for someone that kept getting excited about getting SEO, I looked at what he was asking, it was snake oil, and I kept recommend

That was my experience. I worked for someone that kept getting excited about getting SEO, I looked at what he was asking, it was snake oil, and I kept recommending that we follow Google's tools to make our page load faster, use a cdn, he should write better marketing text, etc. Eventually he found some other people to "do SEO", he fired them a year later because he realized they were doing nothing for loads of money.